O le mamanu Brewing Happiness Fa'ailoga Fa'ailoga e Gong cha California and Gong cha Global o se manumalo maualuga tele o le fa'ailoga mamalu 2022 A' Design Award Apamemea i le Vaega Tauva Mamanu Ata Fa'atusa.
ApamemeaAta Fa'atusa· 2022
Brewing Happiness Fa'ailoga Fa'ailoga
na mamanuina e Gong cha California and Gong cha Global
Tagata Fa'atau: Gong cha CA Franchise
Manumalo o le A' Design Award Apamemea i le Vaega Ata Fa'atusa
Manumalo Fa'ailoga Fa'amaonia
Fa'amaonia le Tulaga o le Fa'ailoga mo #140045Le Mamanu
E Uiga ia Brewing Happiness Fa'ailoga Fa'ailoga
O le Gong cha o se upu Saina mo le gaioiga o le ofoina atu o lauti i le Emeperoa. O lo'o fa'atusalia ai lauti ma meainu e sili ona lelei, e fetaui mo le tupu. I aso nei, o le kamupani Gong cha ua tuuto atu i le mataupu faavae lava e tasi o le tuʻuina atu o oloa faʻapitoa i ana tagata faʻatau i le lalolagi atoa. Gong cha folafola e musuia le agaga o le tagata ma fatuina le fiafia i se ipu lauti. Ina ia faʻateleina le faʻalauiloaina o faʻailoga ma faʻalauiloa le aganuu lauti, na faia ai e Gong cha se faasologa o mea faʻailoga, e aofia ai le lisi o lauti, kata igoa o oloa, ma faʻasalalauga tala faʻailoga.
Le Fa'ailogaina
E Uiga i le A' Design Award Apamemea
O le A' Design Award Apamemea na manumalo ai Brewing Happiness Fa'ailoga Fa'ailoga, o se faamaoniga matuā mamalu e tuuina atu i mamanu ese e iloga i le fatufatuaʻi, le atamai ma le poto. O ē manumalo i le Apamemea o mea e iai le tomai atoa ma fatufatuaʻi mataʻina e faamaonia ai le poto masani tele, le mafaufau ma le atamai o tagata mamanu. E faamoemoeina Brewing Happiness Fa'ailoga Fa'ailoga e avea ma mea e vivii tele, ua pelepelea, e iloga i le tomai faapolofesa ma mea fou. O lenei mamanu na manumalo i le A' Design Award Apamemea e tuufaatasia ai faiga sili i le faatufugaga, saienisi, mamanu ma tekonolosi ma e sili ona lelei i le mataituina o mea itiiti. Brewing Happiness Fa'ailoga Fa'ailoga e faamalieina matagofie manaʻoga, pa i manaʻo, faalataina lagona ma faaosofia le fia iloa.
I Tua o le Mamanu
Pepa Fa'asalalau
Fa'amaoniaga, sui o le 'au ma fa'amatalaga fa'atekinisi na saunia e le tagata mamanu.
- Uiga Fa'apitoa
- Gong cha is a Chinese term for the act of offering the best tea to the Emperor. It represents teas and beverages of the highest and finest quality, fit for royalty. Today, the Gong cha company is dedicated to the same principle of providing premium products to its customers around the globe. Gong cha promises to inspire the human spirit and create happiness with a perfect cup of tea. In order to increase brand awareness and promote tea culture, Gong cha created a series of brand materials.
- Fua & Fa'apipi'i
- The specs of the Business card are 2.16"x3.3"
The specs of the Postcards are 4"x6"
The specs of the Rack Cards are 3.67"x8.5"
The specs of the Square Brochure are 4.72"x4.72"
The size of the #9 Envelopes are 8" 7/8 x 3" 7/8
The size of the Envelopes are 9"x12"
The size of the Brochure is 5.5"x8.5"
The size of the in-story flyer is 8.5"x11".
The size of the in-story menu is 8.5"x11".
The size of the notebook is 5.7"x8.26"
The stationery was printed on textured matte recycled stock paper. - Fa'ailoga
- Visual identity, Tea, Graphic Design, Branding, Stationery, System
- Tekonolosi Gaosiga
- All the graphics were made in Adobe Illustrator to remain vector quality. With image digitalization programs such as Photoshop, Indesign, designers developed a series of visual identities that can be easily adaptable to offline and online materials which include: Business cards, postcards, rack cards, product name cards, in-store flyers, menus, corporate letterhead, envelope, promotional brochure.
- Lu'itau o le Mamanu
- As the company is expanding globally and its business from Asia to global, the major creative challenge was to create an appropriate visual metaphor to communicate Gong cha's core values to cultivate tea culture and brew happiness around the world. An abstract, dynamic and appealing identity system sprouted from all the different interactions creating attractive patterns and textural expressions rooted in a mission-driven symbology. The photography style gives a warmth, affinity, and delight impression that humbly reflects the humble nature of Gong cha's service.
- Su'esu'ega
- Tea, companion, art, taste, and moment meld to form the essence of Gong cha shape the world's culture of tea. The Main Pattern is a fundamental Key Visual that can show the brand image and tell the stories behind it. Five-element that make good tea has been simplified into patterns, making various images of Gong cha for multiple applications. When using product images on promotional items, images with warm bright colors should be used.
- Fa'aosofia
- Tea is the flow of time. Tea is a wordless conversation. Tea is a fountain of inspiration, transforming each day into a leisurely journey of taste. Tea is life. It craves contemplation. It's worth savoring. Gong cha always ponders upon how best to brew modest happiness and relaxation in a small cup in your day-to-day life. Gong cha always ponders upon how best to provide a space for a sip of laughter with loved ones. Gong cha always ponders upon how best to share the stories of tea drinking culture easily and enjoyably with many people.
- Umi o le Poloketi
- This project started in 2021 in California.
- Fa'agasologa o Galuega
- The unique brand identification program quickly revealed that the Gong cha identity had to be modern, natural, and comfortable and it had to convey variety, harmony, and smoothness. Gong cha color skim is a set of standards that plays an important role in forging the brand identity when the Gong cha color system is utilized. Gong cha's primary color is "Gong cha Tea Red", the secondary color is Pearl Brown, Milk Tea Beige, Leaf Green, and water Blue.
- Sui o le 'Au
- Graphic Designer: Min Huei Lu
Content: Gong cha Global Ltd
Photos: Gong cha Global Marketing - Fa'aaloaloga o Ata
- Image #1: Creator Min Huei Lu, Gong cha - Branding, 2022.
Image #2: Creator Min Huei Lu, Gong cha - Branding, 2022.
Image #3: Creator Min Huei Lu, Gong cha - Branding, 2022.
Image #4: Creator Min Huei Lu, Gong cha - Branding, 2022.
Image #5: Creator Min Huei Lu, Gong cha - Branding, 2022.
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